Mobile Application with AR as a Strategy to Improve the Marketing Process in a Dental Center
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Date
2023-02-06Author(s)
Beltozar Clemente, Saul
Sierra Liñan, Fernando
Zapata Paulini, Joselyn
Cabanillas Carbonell, Michael
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The post-pandemic period brought new challenges for businesses
and private health centers, many of which were affected by the loss of
customers. In the case of dental centers, many were affected by the distrust of
customers, since activities performed in the oral cavity exposed them to the
contagion of Covid-19. This research work proposes the implementation of a
mobile application with Augmented Reality (AR) as a strategy for digital
marketing immersion, to achieve a dynamic approach to the services provided
in the dental center to customers, this is through the use of this technology in
conjunction with social networks, contributing to the improvement of the
business and building trust with customers. The application was developed
under the Mobile-D methodology with a layered system development
architecture, having as indicators the time of elaboration of the advertisement,
the cost of information material, the time to inform the services, and the level of
customer satisfaction. Finally, the results revealed that the time of elaboration
of the advertisement decreased from 25 hours to 14 hours, the cost of
informative material was considered "low" since the implementation of the
application turns out to be economic, and the time to inform the services in its
marketing process went from 30 min to 19 min with the use of the application,
finally, the customer satisfaction increased being considered in 87% between
"Good" and "Excellent".
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Bibliographic citation
Beltozar, S., Sierra, F., Zapata, J., & Cabanillas, M. (2023). Mobile Application with AR as a Strategy to Improve the Marketing Process in a Dental Center. International Journal of Interactive Mobile Technologies, 17(3), 188-203. https://doi.org/10.3991/ijim.v17i03.35213
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